There is heavy competition in the hotel industry, which has increased with the digitization of the sector: competition from other brands, reservation websites and homestays. A Forrester study shows that 64% of travelers aren’t loyal to one hotel chain in particular. Keeping them is the challenge.
To counter this, it’s necessary to satisfy and even exceed customers’ wishes, who today are looking for hyper-personalized, authentic experiences. Reducing sources of friction is crucial to attracting and keeping new customers directly on the site.